1、1The state of publisher traffic:Framing the evolution and impact of search and referral in 20242Introduction:Search and referral traffic 202324Publishers have faced many changes in recent years,ranging from shifting algorithms across social media platforms to the rise of generative AI and constant u
2、pdates from Google and now,the start of the first phase of the cookies demise.With this,publishers must address the shifts and declines in search and referral traffic.Search traffic,users directed to a publishers site via search engines,has declined overall for most publishers,especially with Google
3、s changes and consumer behavior shifts.In the same timeframe,referral traffic users directed to publishers sites via anything other than search engines(i.e.,social media,news aggregators,etc.),has also fallen as several platforms make significant adjustments.Overall,elements like these led to one cl
4、ear outcome:100%of our survey respondents said the state of search and referral traffic is of moderate to very significant concern.This State of the Industry Report,sponsored by Arc XP,explores how publishers are affected by search and referral traffic,the traffic changes theyve experienced in the p
5、ast year,and what they expect will happen in 2024.Digiday and Arc XP surveyed 115 publishers to understand how these traffic shifts are affecting them and the steps theyre taking to address challenges.Whats in this report01.Introduction:Search and referral traffic 20232402.Search traffic changes by
6、channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publ
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